Block Bruggeman Brief

Creative Brief: Walla Walla Wealth & Tax Advisors

Participants

Andy Block – CPA / Tax Lead
Brian Bruggeman – Wealth-Management Lead
David Mumm – Creative Partner / Brand & Marketing Lead

Overview

What would you like us to do for you?
Design and implement a confidence-inspiring brand system that:

  • Signals trust, stability, and professionalism

  • Seamlessly unites tax + wealth services under one identity

  • Equips the firm with every core touch-point (print, digital, swag)

  • Launches a credible website quickly (initial pages within a month)

What is the definition of a success for this project?

  • Team says “This looks awesome—glad we hired you.”

  • Assets are ready on time and in use (logo, business set, website, swag).

  • Brand strengthens credibility and never undermines trust.

  • Positive client feedback + referrals; swag gets ordered because you love the mark.

Projects Include

  • Primary logo (plus lock-ups & small-space mark)

  • Possibly a refined firm name

  • Business card, letterhead, envelope, greeting card

  • Email signature template

  • Swag: hat, jacket, shirt (and future promo items)

  • Website (initial launch then phased build-out)

  • Sponsorship / small-ad templates

Creative Considerations

Limitations or constraints

  • Budget not fixed but quality expectations are high

  • Website deadline ≈ 1 month

Required elements / colors

  • Prefer trustworthy blues

  • Avoid bright “money green” & any finance-red

  • Aims for “old-money with a little brightness”

Where will additional materials come from?

  • Photography & illustration: via David’s network

  • Writing: led by David

Examples to reference

  • Andy & Brian will email 3–6 logos/websites they like

Decision-makers and reviewers

  • Final say: Andy Block & Brian Bruggeman

  • Creative direction: David

Brand voice

  • Relatable, clear, confident, non-jargony

  • Listens first

  • Tone: professional yet friendly — explain it simply, if needed

Product Description

What are the products or services your business provides?

  • Integrated wealth management (AUM: 1%/0.8%/0.6%)

  • Full-service CPA tax prep & lifetime tax planning

  • Retirement, estate & business-entity planning

  • Proactive strategy — clients don’t have to ask

What makes it different?

  • Rare dual-firm model under one roof

  • Fee-only fiduciary, no commissions or product sales

  • Financial complexity distilled into simplicity

Describe the client experience

  1. Digital intake & onboarding chat

  2. Goal-setting + relatable modeling

  3. Integrated tax + investment strategy

  4. 2–4+ proactive touchpoints yearly

  5. Seamless back-end collaboration

Competition

What makes your business special?

  • Simplicity, savings, and confidence — all in one trusted relationship

Who is your present competition?

  • Baker Boyer

  • Edward Jones

  • Compass

  • Buckley

  • Life Focus

  • Creative Planning

  • Peterson Hastings

Who would you like to be competing with?

  • Peterson Hastings

  • Buckingham

  • Creative Planning (at a personal scale)

What do your clients or customers say about your competitors?

  • CPA & advisor rarely communicate

  • National firms drop balls despite “team of experts”

  • Commissioned advice feels sales-driven

  • Ownership changes breed unease

Target Audience & Market Realities

Who is your current primary audience?

  • Age 50–75, high-income professionals & business owners

  • HHI $250K+, assets $0.5–5M

  • Delegation-oriented couples

  • SE WA with remote clients nationwide

What are their attitudes toward products or businesses like yours?

  • Aware of importance, overwhelmed by complexity

  • Wary of sales, seeking trust

What motivates them?

  • Peace of mind, clarity, time savings, minimized tax

Who do you want your audience to be?

  • Tri-Cities medical, dual-income professionals, UHNW referrals

What do potential clients believe now — and what do you want them to believe?

  • Now: Advice is siloed and reactive

  • After: One firm simplifies everything. “They’ve got my back.”

User Benefits

How will the user be better off?

  • One point of contact

  • Strategic tax savings offsets advisory fee

  • Emotional confidence & clarity

Are there tradeoffs?

  • Premium pricing, but competitive (less than Baker Boyer)

  • Value exceeds cost through planning + peace of mind

Can you describe a before-and-after?

  • Before: Confusing, siloed, missed opportunities

  • After: Aligned, proactive, confident

Most Important Point (MIP)

Top three ranked benefits

  1. Integrated tax + wealth advice

  2. Proactive, year-round support

  3. Simplicity and peace of mind

What’s the emotional takeaway?

  • “Relieved and confident — these are my people.”

What is the one MIP?

  • We simplify complexity and proactively guide you to better financial outcomes — all in one trusted relationship.